Longer ad breaks in IPL 2

The BCCI has planned to introduce a five-minute "strategy break" after every 10 overs in a bid to provide advertisers with more air time. The following move will provide advertisers with 600 extra seconds of air time. This is part of a renegotiation deal with Multi Scree Media (MSM, earlier Sony Entertainment).

"It is true that as part of the new contract inked between the IPL management and MSM, after every 10 overs, there will be a five-minute commercial break," a senior BCCI official told Economic Times.

Totally, the broadcaster will now be able sell 2600 seconds of commercial airtime as opposed to 2000 seconds last year.

It is learnt that MSM will not be pressurised to increase ad rates. The broadcaster has maintained its rates of Rs 3-4 lakh for a 10-second slot so that even advertisers affected by the economic slowdown can be attracted.

BCCI has reportedly told the broadcaster that starting 2011, there could be more matches and more teams. which would help the broadcaster hedge its commercial risks over the 9-year period.

Incidentally, BCCI had charged MSM with breach of contract on various fronts, one of which was including too many commercial inserts during matches and replays during Season 1.

MSM had shelled out a record $1.63 billion (Rs 8,200 crore) for IPL's broadcast rights for nine years.